Premium Luxury Brand Video Production Houses – Hermès International, sometimes referred to as Hermès of Paris or Hermès, is a French luxury goods manufacturer. It has consistently been ranked as the world’s most valuable luxury brand in various assessment and ranking studies published by leading consultancies. Hermes as a brand enjoys a prestigious status in the world of luxury. The combination of rich heritage, exquisite craftsmanship, attention to detail and the highest level of quality and professionalism throughout the manufacturing process gives Hermès a position of superiority in the highly competitive world of luxury.

According to global brand valuation firm Interbrand, Hermès is ranked 28th in the Best Global Brands 2020. With a brand valuation of USD 18.0 billion, it is behind 17th-ranked Louis Vuitton with a valuation of USD 31.7 billion.

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Hermès is not a conglomerate in the true sense of the word and does not have a portfolio of brands like its major rivals, which include LVMH, Richemont and Kering. Currently, the range of products under the Hermès brand name includes leather goods, lifestyle accessories, furniture, fragrances, watches, jewellery, ready-to-wear and saddlery.

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The leather goods and saddlery category accounts for the largest share of the company’s revenue (50%), followed by ready-to-wear and accessories (23%), and silk and textiles (9%).

Thierry Hermes founded the company in 1837 as a harness workshop in Paris. Originally, they were intended to cater to the needs of the European elite by providing saddles, bridles and other leather riding gear. In the early 20th century, Thierry’s son Charles-Emile Hermès moved the company store to 24 rue du Faubourg Saint-Honore in Paris, where it remains today and is the company’s world headquarters.

Gradually, the company’s products expanded from generation to generation. Between 1880 and 1900, he began selling saddlery and introduced his products to retail stores. In 1900, the company began selling the “haut a couroise” bag, which was meant for riders to carry their saddles. In 1918, Hermès introduced the first leather golf jacket with a zipper, made for the then Prince of Wales. In the 1920s, accessories and clothing were introduced to the portfolio. In 1922, the first leather handbag hit the production line. Introduced in 1925, the brand’s travel bags became a global success. In the 1930s, Hermès introduced products that have now entered the history of fashion as icons – the leather sack Depeches in 1935 (named the “Kelly Bag” after Grace Kelly) and the Hermès Cares (scarf) in 1937. In 1949 the first Hermès silk tie and the first perfume ‘Eau d’ Hermès’ were introduced.

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In 1930, the company entered the United States with an initial deal with the Neiman Marcus department store in New York.

The company’s iconic duck-carriage-with-horse logo and signature orange box were introduced in 1950. In the 1970s, the company established a watch subsidiary, La Montre Hermès, in Bienne, Switzerland. The company acquired tableware manufacturers such as Puiforcat, Saint Louis and Périgord in the 1980s and strengthened its position in these segments of the luxury market.

The eye of the ultra-premium luxury segment, the “Birkin Bag” was introduced in 1984, following a conversation between then-CEO Jean-Louis Dumas and actress and singer Jane Birkin on a flight from Paris to London, Dumas speaking. She wanted a medium sized bag. Each Birkin is priced between USD 12,000 and USD 300,000 and is an artisan’s masterpiece, which takes 18 to 25 hours to complete by hand, if the leather is delicate crocodile skin. In 2014, an extremely rare Himalayan Blue Crocodile Birkin bag sold for USD 185,000, making it the second most expensive bag ever sold at auction. Hermès is notorious for burning unfinished Birkins, demonstrating his dedication to superior quality.

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In 1993, the company went public on the Paris Bourse, which was considered a strategic move with its own weaknesses for various reasons. In the late 1990s, Hermès adopted a strategy of reducing franchise stores on a large scale, by buying them, closing many key stores and opening more company-operated stores. As of 2019, Hermès operates 311 stores globally, of which 223 are directly owned and operated by the company.

In 1976, Hermès signed an agreement with British luxury shoemaker John Lobb, allowing him to use his name in exchange for expanding the brand’s distribution. In 1999, in its first non-brand move, Hermès bought a 35 percent stake in the Jean-Paul Gaultier fashion house.

Over time, the company has enhanced its reputation in the ultra-luxury segment through strategic collaborations with certain players and suppliers. It includes:

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Today, the brand operates 311 stores globally in the US, Russia and Asia and has over 15,000 employees. It is one of the largest and most admired luxury manufacturers in the world with revenues of over USD 8.3 billion and profits of over USD 1.8 billion as of 2019. The outstanding performance of the brand in its 183-year history is largely attributed to its campaigns. For strategic coherence, a combination of superior creativity and craftsmanship as well as a long-term focus on short-term benefits.

The brand philosophy of Hermès can be summed up in one sentence by former CEO Jean-Louis Dumas – “We don’t have an image strategy, we have a product strategy”.

The brand philosophy is deeply rooted in the platform of “Quality” and “Refinement”. It is for these principles that the brand has always avoided mass production, product lines and outsourcing. According to Hermès, every product that comes under the brand name should reflect the hard work put into it by the craftsman. To this day, creative director Pierre-Alexis Dumas signs every Hermé product before it leaves the workshop, demonstrating the company’s unwavering commitment to the highest quality. According to current CEO Axel Dumas, the core strength of the Hermès brand is its passion for craftsmanship. This is further elucidated by Pierre-Alexis Dumas, who was quoted as saying that “I think Hermès objects are desirable because they reconnect people with their humanity… Our customer feels the presence of the person who created the object, at the same time that it brings the object. Bring him back to his own sensibility, for he pleases him through his senses”.

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Most importantly, these principles surrounding the brand have remained strong throughout the company’s 183-year-old history of evolution. The company’s ownership, management and leadership have passed through generations of the Hermès family, but the principles of the Hermès brand have never been diluted. All Hermès products are made almost entirely in workshops (Ateliers Hermès) in France, with a strong emphasis on quality. Also, Hermès claims, in line with the comments of its CEO and Creative Director, that each product is entirely handcrafted by a single craftsman, demonstrating the quality of craftsmanship and uniqueness of its products. For example, his silk scarves are made only from silk produced by the Hermès farm in Brazil.

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According to the company’s annual report, Hermès’ products are divided into the following categories – leather goods and saddlery, men’s and women’s ready-to-wear and accessories (footwear, belts, gloves, hats, etc.), silk and textiles, fragrances, watches and other products (jewellery, furniture , including home goods and furnishings, tableware and sporting accessories). The company’s brand strategy is consistent across each product category in which it exists.

The strategy that the company adopts and follows ensures that the aura of exclusivity remains tightly woven around its products. Hermès’ strategy revolves around its 6 values as illustrated by the examples below: Spirit of Victory, Creativity, Craftsmanship, Quality, Authenticity and Freedom:

Spirit of Conquest (Entrepreneurship): Store managers are responsible for their own store collections and are given the freedom to shop to meet the specific needs of their customers. Twice a year, 1,000 store representatives from its global stores come to Paris for an event called “Podium”. Each flagship is instructed to select at least one item from product categories beyond the usual items (handbags, scarves, ties, fragrances, watches), which is an attempt by the company to push each flagship store to display and sell complementary products. This adds to the appeal of the Hermès brand as not all products are available in every store and online store only

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